shops in this consolidated apple like checkout, iphone, anyone can check you out, it's efficient, nice environment. it's the apple store customer interface combined with the best brands of the world in a small geography. we had $250 a square foot in sales with the traffic down 12%. >> for your sake and for ron johnson's sake i hope this works and i love a great come back story. >> i want to leave our viewers with one thing. the biggest problem people have with something like this, how can i own a stock when the sales are down 26%? i'll make one analogy and help people think about how to value this company. we took a stake in wendy's, why did people not like wendy's? i get a chance we come back after a commercial, i'm happy to stay. >> i think we're going. >> give me one minute and i'm happy to come back another time. wendy's, people hated the management, there was a fast growing company called tim horton's inside wendys. we separated and the stock doubled. we have this fast growing retail inside jcpenney, profitable and high margins and the rest of jcpenney is shrinking. it's hard to look at it on